The way Canadians consume video has fundamentally changed. Yet many marketers still evaluate performance channel by channel, making it harder to understand true audience reach, incremental growth and the efficiency of their media investments.

In this session, Sue Haas, Chief Growth Officer, Numeris, will be joined by Gautham Ram Pingali, Chief Media Officer, WPP, to explore what it takes to understand advertising performance in an increasingly fragmented, cross-screen world.

Together, they’ll examine how leading advertisers are moving beyond individual platform reports to build a more holistic view of audiences and campaign performance - connecting measurement with smarter media strategy and investment decisions across TV, streaming and digital video.

Drawing on Numeris’ perspective on audience measurement and WPP Media’s experience using AudienceProject's cross-media measurement solution to help brands navigate the increasingly complex media ecosystem, they’ll explore how marketers can identify incremental reach, uncover new sources of growth, understand what is truly driving campaign effectiveness, and optimize investment across screens.

The conversation will look ahead to the future of advertising performance and what marketers can do today to turn better measurement into better media decisions and, ultimately, stronger business outcomes.